In recent years, continuous transformation, evolving technology and huge social media growth have exponentially increased customers' influence over your brand and radically modified the way that companies do business. Recently, “Customer Experience” has been defined as “how your customers perceive their interactions with your company as a whole” (cit. Manning and Bodyne). This means that the customer experience is determined by each of the touch-points through which the customer interacts with the company.
Interactions with the products and services on offer aren’t the only factors contributing to the customer experience, which also include contact with the website, the contact center operator, brand image and advertising, social media conversations, information brochures, etc. Customers judge their experience by assessing their interactions with the company based on three parameters:
| • | Meets needs; |
| • | Easy, i.e. how easy it is to buy a product, use a service and obtain technical and commercial assistance; |
| • | Enjoyable or engaging, i.e. the emotional and rational response to the customer experience. |
Transcom has launched a series of projects to strengthen the Customer Experience across the entire customer journey, with a special focus on all touch-points and in particular on Multimodality and Analytics. Multimodal interaction allows customers to access services directly from their smartphones and tablets, using a highly evolved interface that fully exploits the device’s advanced functions (camera, data connection, payments, etc.). This translates into:
| • | Simpler user/system interaction through a mobile interface; |
| • | Concurrent transmission and reception of data and documentation; |
| • | Data entry on device (tax code, credit card number, etc.); |
| • | Transfer from chat to voice or video call. |
In addition, using advanced data analytics tools, Transcom has launched a project to analyze the interactions between the company and its customers in a detailed and structured way, including their behavior and preferences, in order to improve the quality of the service provided and how it’s perceived by the customer. Here are some examples of the analytics projects under development to support our Clients:
| • | Customer Journey analysis, Net Promoter Score (NPS) identification and monitoring; |
| • | Advanced customer behavior analysis (heavy detractors, detractors, neutral, promoters,...) to identify ways to maximize satisfaction; |
| • | User profiling and customer experience personalization; |
| • | Predictive analysis to assess the customer’s needs in advance. |
Analytics: decision tree[/caption] These are just some of the pilot projects developed at our LeonarDo research center in L’Aquila, where a team of experts began to work a few months ago by fully exploiting the huge potential offered by new technology.